Michelle Pickrell & Ruth Ellison - A Framework for Creating Actionable Insights

What do you do after you finish a few rounds of user research and have a range of great findings? How do you transform these findings into insights that drive action? Moving from the stages of findings, to insights, to actionable insights can be a daunting process, with no clear steps around how to progress from one stage to the next. In our talk, we will share a framework and a canvas which can be used to help move from findings to actionable insights.

Transcript

1. A framework for creating actionable insights Design Research 2021 Ruth Ellison & Michelle Pickrell @RuthEllison & @UXMich
2. 2 Ruth Ellison @RuthEllison Hello! Michelle Pickrell @uxmich
3. 3 OMG What do I do with all that data?!?!!??
4. 4 IMPACT How can I have a real and tangible impact on the direction of the product/service that my team is working on?
5. 5 Research tells us what is happening Insight helps us understand why it is happening
6. 6 The word “insight” has unfortunately become an oft-abused term for what merely could be an observation or a finding at the most. In the research world, it’s imperative for us to consciously not fall in the trap of mistaking a finding as an insight. Shipra Bhutada, Medium, 2018
7. 7 Data. E.g. Participant 1 took 5 hours to complete their claim. 4 Hierarchy of meaning Findings E.g. The majority of participants had difficulty completing the claim process. 3 Actionable insight E.g. Providing an overview of the claim process, including what documents and evidence is needed before the claim is started, gives reassurance to the customer, increases trust in our organisation and reduces the contact time with our front line staff. 1 Insight E.g. People need to know what documents and evidence they need before they start a claim. Some documents are difficult to obtain on short notice and can impact the due date of the claim. 2 Based on sources: https://www.forbes.com/sites/brentdykes/2016/04/26/actionable-insights-the-missing-link-between-data-and-business-value/#d45788f51e57
8. 8 Not all research generates insights
9. 9 Actionable insights framework
10. 10 From data to actionable insights A framework 01 Gather data 02 Analysis & synthesis 03 Find themes & create findings 04 Create insights 05 Prioritise 06 Refine actionable insights 07 Organise insights into digestible format
11. 11 From data to actionable insights A framework 01 Gather data 02 Analysis & synthesis 03 Find themes & create findings 04 Create insights 05 Prioritise 06 Refine actionable insights 07 Organise insights into digestible format
12. 12 Insight creation canvas
13. Insight creation canvas
14. Explorers Travel Agency
15. Insight creation canvas
16. Insight creation canvas
17. Insight creation canvas
18. Insight creation canvas
19. 19 What is happening and why?
20. I saw this I know this Insight + = Based on sources: Taylor Nguyen, Harry Olson
21. I saw this I know this Insight + = Data and observations Summarise Find patterns Based on sources: Taylor Nguyen, Harry Olson
22. I saw this I know this Insight + = Ask why to uncover underlying users’ needs and motivations Knowledge of psychology and human behavior Knowledge of the domain (industry, business, product) Empathy Based on sources: Taylor Nguyen, Harry Olson
23. 23 Collecting the data (I saw this + I know this)
24. Insight creation canvas
25. Insight creation canvas
26. Insight creation canvas
27. 27 Creating insights
28. 28 A penetrating and often sudden understanding, as of a complex situation or problem Collins dictionary
29. 29 “A finding is useful, an insight is transformational.” Nigel Hollis
30. 30 Simple in language and concept Simple clear language. One concept per insight. Grounded in real data Draw your conclusions only from what you actually see and hear. Minimise bias. Sources: Michael Morgan, Jonathan Dalton, Brent Dykes
31. 31 Fresh perspectives that challenge existing assumptions about users We are less likely to listen to certain insights if we feel they reinforce rather than challenge or evolve our current knowledge and beliefs Meaningful and memorable “An insight that tells a story is the ultimate empathy builder. When stakeholders hear a compelling story, it is as if they are experiencing the pain or joy of the protagonist.” - Michael Morgan Sources: Michael Morgan, Jonathan Dalton, Brent Dykes
32. 32 Aligned to strategic priorities and business goals An insight is compelling when it aligns to your product/service strategy and business goals. Otherwise we miss the “so what” factor. Sources: Michael Morgan, Jonathan Dalton, Brent Dykes
33. Insight creation canvas
34. 34 Ways to frame actionable insights
35. Insight creation canvas
36. 36 Situation-Frustration-Future Desire Source: Jonathan Dalton from Thrive Write the situation We are looking forward to having a break now that travel restrictions are starting to lift, but it is difficult to decide which travel providers to book with as travel restrictions can change so quickly. Describe the frustration I'm feeling anxious about booking in case we can't get a refund on our booking. It's difficult trying to coordinate my family's schedules, the availability of the service providers we're looking at (airlines, accommodation, food and activities) and also finding out what the refund policies are if COVID restricts our ability to travel at short notice. Explain the future desire I wish there was a way to make it easier to book with multiple travel providers, while having the confidence that I won't be out of pocket if the COVID situation was to change.
37. 37 We’re not looking for solutions (that comes later)
38. 38 A great insight needs to inspire action
39. 39 What to do next... Taking action on your insights Run ideation sessions - e.g How might we…., rapid ideation Work with your team and executives to prompt decisions Add to the product direction / vision
40. 40 Thank you! Say hello: @RuthEllison @uxmich
41. 41 Feedback and Questions